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International marketing / Vern Terpstra, Ravi Sarathy

Main Author Terpstra, Vern Coauthor Sarathy, Ravi Edition 6th ed. Publication Fort Worth : The Dryden Press, cop. 1994 Description xxiv, 726 p. Series The Dryden Press series in Marketing ISBN 0030989558 Topical name Marketing
Marketing internacional
Globalização CDU 658.8:339.5
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IADE-UE
658.8[I] TER Available IA2722
Book Biblioteca Universidade Europeia (QBN)
658.8:339.5 TER 5028 Depósito 5028
Book Biblioteca Universidade Europeia (QBN)
658.8:339.5 TER 5029 In transit from Biblioteca Universidade Europeia (QBN) to Biblioteca IPAM Lisboa since 2017-04-05 5029
Total holds: 0

Contents

Part I - The international environment

1. Introduction: the concept of global marketing
2. Economic environment: the world economy
3. Economic environment: the foreign economies
4. Economic environment: the people of the world
5. The political-legal environment

Part II - International marketing management

6. Global marketing strategy
7. International marketing intelligence
8. International product policy: the basic product and its attributes
9. International product policy: new-product development and product-line policies
10. Distribution: entering foreign markets
11. Distribution: foreign market channels and global logistics
12. International promotion: advertising
13. International promotion: other factors
14. Pricing in international marketing I
15. Pricing in international marketing II
16. International marketing services

Part III - Coordinating international marketing

17. Planning, organization and control of the international marketing
18. The future of international marketing

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